Virtual Shopper Journey


The virtual shopper journey is a research tool that starts where traditional methodologies end - in the consumer brain.


Provides insights about people’s primary reactions when they interact with a message or product, within context.


Explains non-conscious processes involved in product evaluation and purchase decisions.


The virtual shopper journey combines EEG, SMI Eye Tracking and real-time consumer behaviour in a virtual setting.

Synergy of innovations

Why is the virtual shopper journey a unique research tool?

  • Offers a real-life resemblance and reveals real-life behaviour and interaction.
  • Provides the possibility to test and simulate different conditions.
  • Makes it possible to measure brain activity during the complete journey to fully understand the decision making process of the consumer.
  • Measures exact eye-movements during the complete journey by pre-defining area’s of interest in x, y and z coordinates.
  • Has a unique analysis tool that shows results in (near) real-time.


The Virtual Shopper Journey enables you to see the impact, emotions and behaviour on:

  • In-store activations
  • Promotions
  • Packaging
  • Shelf planning
  • Messages – copy & concept
  • Interior or formula design
  • NFC (near field communication)
  • Push messages (impact & intrusiveness)
  • Impact of in-store use of devices

data collection

Subjects are invited into the research lab where they are wired to the research devices (VR- & EEG-headset). Then they are invited to take a stroll through the virtual supermarket and place several items in the basket. They are free to choose their own path through the aisles and will interact with different communication materials on their way.

During the research, brain activity is recorded through the EEG and gaze points and fixations through the eye tracker embedded in the VR-headset. The stimulus (the virtual supermarket) is displayed on the VR-headset. People can navigate in the store using an Xbox game controller.

data analysis and results

We analyze 3 streams of data: shopper’s path through the store (provided by the game engine), eye movements and fixations (collected with the eye tracker) and brain patterns (provided by the EEG). We are able to combine these with other physiological measurements like heart rate, transpiration and blood pressure.

The raw data is further analyzed using proprietary algorithms that identify patterns associated to different emotions and reactions. Those reactions are correlated with specific elements of the stimuli that acted as triggers.

The results answer some of the following questions:

  • Is there an emotional link between my communication and my customers?
  • Does my product cut through the clutter?
  • Is the main message relevant to my customers?
  • Which elements of the packaging help my product stand out?
  • Which communication channel has the highest impact on shoppers’ purchasing and in-store behavior?

Our Team

The Virtual Shopper Journey is the dream of three professionals to combine their forces and work at the future of shopper centered retail.

Ana Iorga

Ana Iorga is a savvy consumer neuroscience expert that has a passion for bringing science to marketing. She is a Medical Doctor, holds a double MBA degree in Marketing and Finance, has over a decade of experience as an advertising professional and entrepreneur and is currently pursuing her PhD in consumer neuroscience. She is in charge with neuro-research and with translating brain findings into applicable business insights.

Bram Gubbels

Bram Gubbels studied Digital Communication at the Hogeschool Arnhem Nijmegen and is specialized in the technological part of communication and innovations. Within the Virtual Shopper Journey he is responsible for Eye Tracking and the technical translation and processing.

Peter Colee

Peter Colee has more than 20 years of experience in retail and FMCG communications as a strategist and creative director. He created work for Mars, Kraft, Lu, Heinz, Philips, Bavaria among many and is specialist in the field of shopper behaviour, his object of study in his PhD at the Tilburg University in the Netherlands.


If you want to know more about the opportunities of testing in Virtual Environments, please contact us.